MBLM Announces Travel Ranks Last for Brand Intimacy for Second Year

U.S. Top Travel Brands 2017

“Southwest is leading the way by being unique, authentic and more customer centric,” stated Claude Salzberger, president at MBLM.

MBLM, the Brand Intimacy Agency focused on strategy, design, creative and technology, today revealed the travel industry ranked last in its Brand Intimacy 2017 Report for the second year. The report, which is the largest study of brands based on emotions, found that challenger brand Southwest ranked first in the industry followed JetBlue and Delta. Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. According to the 2017 report, top ranked intimate brands continued to outperform the S&P and Fortune 500 indices in revenue and profit over the past 10 years.

The industry has below-average scores for five out of the six archetypes (patterns that identify the character and nature of brand relationships), and below-average percentages of consumers in each of the three stages of Brand Intimacy. Airlines are often associated with the worst aspects of the travel experience: expensive tickets, uncomfortable seats, unsavory food, long waits, cancelations, lost luggage and hidden fees. An industry that allows people to travel the world safely with relative ease has become defined by a collection of inconveniences and frustrations. In the U.S., airline brands have been driven out of the good graces of the consumer, creating the opposite of brand intimacy – brand indifference.

“While airlines have faced many challenges and lately been mired in public relations catastrophes, they continue to strive to improve their offerings to attract customers and drive performance,” stated Claude Salzberger, president at MBLM. “These efforts are crucial; however, airlines need to focus more on endearing consumers to their brands and building strong, lasting bonds. Southwest is leading the way by being unique, authentic and more customer centric.”

Consumers are willing to pay a 10 percent price premium for Southwest and JetBlue than they are for other travel brand, with an impressive 44.5 percent willing go pay this premium for Southwest.

Southwest – with a Brand Intimacy Quotient of 25.4 compared to the…

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